Michael Ashcroft Labour Quotations

We spent too much time attacking Gordon Brown and Labour rather than setting out our own plans. People had decided they wanted change - the thing they were not sure about was the alternative we were offering, so going on and on about Labour missed the point.

While loyalists and defectors overall said John Smith did a better job of standing up for Labour's values, they put Blair ahead on representing the whole country, appealing beyond traditional Labour voters and offering strong, competent leadership; switchers to the Tories gave him a clear lead in all categories.

Many people supported the Conservatives because of David Cameron, while many people supported Labour despite Ed Miliband. Deteriorating opinions of Cameron will therefore have a bigger impact on the Conservatives' vote share than worsening views of Miliband would have on Labour's.

A majority of all defectors who voted Labour in 2010 but for a different party in 2015 said Ed Miliband had helped push them to another party. For those switching to the Tories, the second biggest reason was the fear that a Labour government would spend and borrow too much.

The certainty with which Cameron informed MPs and Shadow ministers of the specifics of a Labour offer that never actually existed suggests a degree of flexibility with the truth.